Agency Network: 
May 2012
Sony:  Oak
Sony Print Ad -  Oak

Also From This Campaign


Print advertisement created by Dentsu, Russia for Sony, within the category: Electronics, Technology.


An educated person reads one tree of books per year. Switch to e-books.

Advertising Agency: Dentsu-Smart, Moscow, Russia
Creative Director: Mikhail Kovalev
Art Directors / Illustrators: Minailova Anastasiya, Kirill Dikov
Copywriters: Katerina Kovaleva, Arakel Zatikyan
Producer: Firdinat Khakimyanov
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Siddarth Basavaraj's picture

Loved it..

Siddarth Basavaraj
Activity Score 1673
Copywriter at Adsyndicate Services Pvt. Ltd. |

Love creating ads..

jackmancer2017's picture

Sorry I think turning trees into books is a great investment.

Activity Score 6992
Copywriter at Editor/Student
Roger Keynes's picture

Where did they get THAT stat? :P

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

NicoCiego's picture

Yeah, I too think this ad needs to declare their source.

Activity Score 1031
Art Director at Quezon City Philippines
atilas lob's picture

From the friendly environment point of view, it's ok couse we save trees we save nature, but what happened to that old fashion irreplaceable feeling of reading a genuine book???
It's a bit of dilemma...I mean there's no feeling anymore. Art is good, maybe the tree of books and the headline parrot a bit each other.

atilas lob
Activity Score 66
Graphic Designer at Paper Communications
ankitadv's picture

nice art

Activity Score 818
OkGo's picture

good !!

Activity Score 66
pierrelastname's picture

one visual is enough... why three visuals showing the same??

Activity Score 2865
jackmancer2017's picture

Because all creative have some weird obsession with making three visuals xD three is a campaign, apparently ;p

Activity Score 6992
Copywriter at Editor/Student
kcd0226's picture

Also, clients sometimes dictate how many ads they want.

Activity Score 91
Art Director
José Arda's picture

Nice execution!

José Arda
Activity Score 56
Graphic Designer
salil sharma's picture

awesome ! Sony

salil sharma
Activity Score 46
Creative Director at NEW DELHI INDIA
kleenex's picture

I love the ads.

Activity Score 58777
Web Designer/Developer
VampAd's picture


Activity Score 1151
Klara K.'s picture

I don't like the "an educated person". So if I don't read an entire tree of books a year, I'm stupid?

Klara K.
Activity Score 3343
Charles University in Prague
Kerninglife's picture

It's executed nicely but I feel like that is one of the more obvious concepts to go with. It's nice though.

Activity Score 162
Graphic Designer
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